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Taco Bell pushes Party Packs with new campaign

For years, fans of Taco Bell could order party packs at the counter or through the drive-through for special occasions — from weddings to birthday parties.

Now Taco Bell is asking fans: Why stop there?

Party Packs are good “for any occasion or no occasion at all,” states Marisa Thalberg, chief global brand officer at the Irvine, Calif.-based Mexican quick-service chain.

Taco Bell is launching a national campaign on Oct. 18 to revive the brand’s Party Packs, which come in multiple varieties, with an emphasis on driving customers through its digital channels, Thalberg said in a phone interview with Nation’s Restaurant News.

The bundles can be ordered through Grubhub, the brand’s preferred third-party delivery partner. Earlier this year, Taco Bell’s parent company Yum! Brands Inc. made a $200 million investment in the Chicago-based mobile ordering company.

Through Grubhub, party packs can be scheduled up to four days in advance. Prices range from $13.49 to $21.99, depending on the market and the type of tacos or burritos ordered. Most orders contain 10 or 12 items sealed in a to-go carton.

Taco Bell franchisee Steve Smith said partnering with Grubhub has done wonders for check averages at the six restaurants he operates.

He said Grubhub orders range between $17 to $20 per ticket. That’s compared to the $6.50 per ticket average at his brick and mortar stores in Southern California.

“It’s very impressive,” he said.

Party packs can also be ordered through Taco Bell’s website, ta.co, or through its mobile app. Party packs ordered through the brand’s app or website starting Oct. 18 will get a 15 percent discount. The deal will be valid through the end of October.